Concepedia
Statistics
Publications
8
Citations
1K
H-Index
Active since
1998
Affiliations
Texas Christian University(Current)
University of Southern California
Eric Yorkston is an author at Texas Christian University specializing in marketing, business, and consumer behavior.
Publications per year
1998–2019
A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments
Eric Yorkston, Geeta Menon · Journal of Consumer Research · 2004 · 369 citations · Full text
Business, Marketing, Marketing Management +17
The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions
Eric Yorkston, Joseph C. Nunes, Shashi Matta · Journal of Marketing · 2009 · 194 citations
Business, Marketing, Marketing Management +13
Linguistic Gender Marking and Categorization
Eric Yorkston, Gustavo E. De Mello · Journal of Consumer Research · 2005 · 108 citations
Language Studies, Gender Studies, Linguistics +15
What Drives Herding Behavior in Online Ratings? The Role of Rater Experience, Product Portfolio, and Diverging Opinions
Sarang Sunder, Kihyun Hannah Kim, Eric Yorkston · Journal of Marketing · 2019 · 103 citations
Business, Marketing, Consumer Behavior +9
Using transformational appeals to enhance the retail experience
Geoffrey RS Naylor, Susan Bardi Kleiser, Eric Yorkston · Journal of Retailing · 2008 · 101 citations
Business, Marketing, Retail Management +14
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